Eric Scherer: Real World & Virtual Worlds The Journey Has Begun

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013
Real World & Virtual Worlds

The journey has begun
Eric Scherer
Cultural and media industies will never be the same again
Music
The music market

France
-31% in 5 years
WORLD
First return to 1999 (+0.2%)
stability since
Digital sales represent 35% of the worldwide

income of the music industry
In France, streaming is becoming the major way to consum music
Books
Newspaper
Revenu levels in the US
Digital is now cost-effective
Google now bigger that all newspapers & magazines in the US
Movies
US/Canada admissions
Therell be big movies on a big screen, and itll cost them a lot of money. Everything else will be on a small screen. [] What used to be the movie business, in which I include television and movies will be Internet television George Lucas
TV market
A lacklustre market
4% 3% 31% 6% 23% 28% 30% 30% 26%
41%
43%
35%
TV is still the main mass media
But the viewing time is decresing especially amoung the 15-34 year old
Young people now spend more time on the Internet than in front of a TV screen
1. Explosion in the number of contents available End of monopolies in the production and broadcasting markets
Collapse of the barriers to entry

Abundance of new offers Disintermediation and new intermediaries
Fall of traditionnal revenues

New dynamic forces
1. Explosion in the number of contents available 2. New behaviours
Quick and fast generational changes

New ways to access news, culture and entertainment On demand is king
3. Primacy of technology
experience > content access > possession
The message is the medium
4. Democratisation : the public is taking power Contributes
Interacts
Co produces Gathers
Makes comments
Recommands Shares
4. Democratisation : the public is taking power 5. Atomization
of the contents
fragmentation of audiences
6. Dematerialization
gradual disappearance of the physical supports widely used of the network makes pirating and hacking easier
7. Deflation Desintegration of traditionnal business models
Battle for attention and available human brain time

Scattering of advertisement revenues, even to foreign markets
7. Deflation 8. Battle to keep the direct contact with the user / the public
9. Full certainty on the ongoing changes

Appropriation of disruptive technologies Internationalization of the markets
Global brands
9. Full certainty on the ongoing changes

10. Conservatism, mistrust and rejection Concern and fear from leaders and managers
Corporative and cultural opposition

Powerlessness of the politicians
New devices New behaviours
The world is now multi screen
Mobile native genration

60% of online devices are now smartphones or tablets
In 2015, tablets sales > TV Sales
Source: GFK
TV might be smart but still not adopted by the public
Advent of social networks
Multitasking
Advent of social networks
New broadcasters New distributors
Audiovisual web
You Tube
More that 1 the world
billion visitors per month in
100 hours downloaded every minute

54 pay channels in the US 13 co financed channels in France UGC videos only represent 1/5 of the catalogue!
You Tube : first online broadcaster
YouTube = 63% of the video market / month
You Tube : first online broadcaster
4x more unique visitors

than its US competitors
Netflix
Permanent access and streaming

Rpartition des recettes au 3e trimestre 2013 aux US Evolution du CA en millions de dollars
SVOD
EST
VOD
Soit $2,3 milliards de CA sur lanne
Source: Digital Entertainment Group, Q3 2013
New video experiences
Other groundbreaking services
New producors New creators
YouTube Studio
Emmy Awards: 14 nominations for a high tech company !
Everyone can be a TV
Viewers still subscibe to multiple pay services

Viewers paying more than 1 service 18-24 year olds : 56% 24-35 year olds : 51% 50-59 year olds : 19%
More than 90% of viewers continue to pay for either traditional cable or satellite TV service.
Source: Consumer Intelligence Series, Video content consumption
Create added value: context is king !
ATAWAD experience
All you can eat experience
Enhanced experience
Customizable experience
Narrative experience
Collective experience
Social TV
Co funding Co production
From
Mass media
to
Narrow media
The web is reorganising itself into cards
Google Now
Flipboard
Recommadation
Search
Extrem personalisation
Make your own channel
Some keys of success

Wide offer of contents - large and/or niche catalogue - fresh contents - live sports / events - innovative storytellings Quality of service - quality of image - quality of streaming - user friendliness and design
All you can eat experience - multiscreen - geographic availability - binge viewing
Customised service - recommandation - social
@ericscherer France Tlvisions | Prospective
Thanks!
Blog : meta-media.fr
Cahiers de tendances

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VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

Real World & Virtual Worlds

Cultural and media industies will never be the same again

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

The music market

First return to 1999 (+0.2%)

Digital sales represent 35% of the worldwide

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

In France, streaming is becoming the major way to consum music

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

Revenu levels in the US

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

Digital is now cost-effective

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

Google now bigger that all newspapers & magazines in the US

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

4% 3% 31% 6% 23% 28% 30% 30% 26%

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

TV is still the main mass media

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

Collapse of the barriers to entry

Fall of traditionnal revenues

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

1. Explosion in the number of contents available 2. New behaviours

Quick and fast generational changes

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

1. Explosion in the number of contents available 2. New behaviours

The message is the medium

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

1. Explosion in the number of contents available 2. New behaviours

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

1. Explosion in the number of contents available 2. New behaviours

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

1. Explosion in the number of contents available 2. New behaviours

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

1. Explosion in the number of contents available 2. New behaviours

Battle for attention and available human brain time

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

1. Explosion in the number of contents available 2. New behaviours

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

1. Explosion in the number of contents available 2. New behaviours

9. Full certainty on the ongoing changes

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

1. Explosion in the number of contents available 2. New behaviours

9. Full certainty on the ongoing changes

Corporative and cultural opposition

New devices New behaviours

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

The world is now multi screen

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

Mobile native genration

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

In 2015, tablets sales > TV Sales

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

TV might be smart but still not adopted by the public

VII Summit Italiano di Architettura dellInformazione / Bologna 15 16 novembre 2013

Advent of social networks